surfacing your content: writing that’s findable on the web · surfacing your content: writing...

Surfacing Your Content: Writing That’s Findable

on the Web

Mike Samec Director of Digital Strategy

Gibbs & Soell, Inc.

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The Evolution of Search

Good News Focus on the User • Writing well • Being interesting

Bad News No longer just about manipulating keywords

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Where We Were

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Car Review

New Car Review

Used Car Review

Old Car Review

Blue Car Review Sedan Car Review

Coupe Car Review U.S. Car Review

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Which Led To…

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CARS BLOG My Cars blog: Blogging about Cars Welcome to my blog about cars! I discuss all types of cars… blue cars, red cars, yellow cars. Cars are my passion, I grew up around cars and love everything about cars. If you love cars, you are in the right place!

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Car photos

Car Care

Used Cars

Vintage Cars

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Beyond Words

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Keyword

Variants/ Synonyms

Sentences Phrases Page

Section Website

Community

Paragraphs

• Research, find what the engines consider related terms

• Say something worthwhile

• Write well

• Structure your content

• Edit for FOCUS

• Focus-check your final draft

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SEO Content Approach

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Lawyers not Attorneys Janitor not Custodial Engineer Learn what the engines consider related terms Get content ideas

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Research Benefits

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Keyword Research

Cars carmax cars cards against humanity care credit carters carrie underwood carnival cruise Car loan calculator Car rental Car finder Car talk Car parts

Automobile automobile club auto Reviews automobile automobile driving museum automobile magazine automobile club of america automobiles in the 1920s automobile club locations automobile logos automobile bill of sale automobile history

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Search Results

Title tag

Meta Description

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On-Page Structure

Headline

Body Toyota Camry 2015 Camry Camry Pros & Cons

Image <ALT> Toyota Camry

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• Content focus rarely survives the edit approval process

• If the engines “get it,” so should your audience

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Focus Check

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SEOQUAKE Focus

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SEOQuake – Focus?

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Don’t Ignore Community

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Visualizing Communities

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External Links Create Community

2013 Toyota Camry Review

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Sentiment

2013 Toyota Camry Review

“Great article at Car Blog!”

“Car Blog delivers again. Another good review!”

“To quote the Car Blog, the 2013 Camry …”

“As you can see here, the 2013 Camry…”

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• Research keywords. Use the language of your target audience!

• Organize Topic/Theme (Semantics and variants)

• Structure your content

• Confirm your FOCUS

• Build your community

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Summary

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Thank You!

Questions? Mike Samec, Director of Digital Strategy

312-648-6700 xt. 2142 msamec@gibbs-soell.com

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